I’ve been selling a certain product for almost a year with good sales and profit. Other sellers occasionally appear on the listing but then leave, and currently there are five offers.
The price has been stable for over three months, but the Buy Box suddenly disappeared yesterday, which has never happened before. I can also see this reflected on Keepa.
I tried lowering the price by £0.50, £1, and even £2, but still no Buy Box. I have enough stock with Amazon, and just yesterday I received a fresh delivery from my supplier worth £2,500.
When the Buy Box disappears across all sellers it usually means Amazon has suppressed it, often because their algorithm thinks the current offers are not competitive with external market prices or there are concerns about product condition or listing quality.
Lowering your price won’t always fix this if the suppression is based on Amazon comparing against other retailers, so first check whether the product is sold cheaper elsewhere online. You should also review the listing for compliance issues like missing attributes, incorrect categorization, or potential policy flags, as these can also trigger Buy Box suppression.
Sometimes it’s temporary and resolves after a few days if Amazon recalculates pricing parity, but if it persists, open a case with Seller Support and ask for clarification on the Buy Box eligibility status of the ASIN.
Buy Box can disappear even if price is same for months. Amazon may suppress it if they think price is high, or rotate BB to FBM/FBA, or if there’s any hidden account/listing issue.
Dropping price doesn’t always fix. Best is check Account Health, pricing alerts, and see if Amazon or a big seller is quietly there.
Did sales also slow down when BB went off, or just the box vanished?
Is it still selling? If yes, then why worry about the Buy Box disappearing? Don’t drop the price just for the sake of getting the Buy Box back on the listing.